The management of Fuji star, Shefiu Alao, has revealed why it abandoned a proposed partnership with a fast food outlet to independently stage its flagship concert, Shefiu Alao 2.0, as it moves to upscale the event in Abeokuta, Ogun State.
Speaking during an interview, the artiste’s media manager said the decision to take full control of the concert was driven by the need to protect and elevate the brand of the veteran Fuji musician.
According to him, the initial plan was for a commercial collaboration that would see the outlet sponsor a post-Eid-el-Kabir show, with Alao performing while the partner handled logistics and ticket sales.
He, however, noted that the arrangement was shelved after the management realised it might not deliver the level of coordination and brand value they envisioned.
“There is a story behind the event. At a point, a popular fast food outlet in Abeokuta approached us to host a show two days after Ileya. They were to sponsor it and handle table sales. But we felt we had grown beyond that level.
“It’s not that they weren’t doing their best, but as a business, their priority is profit. They may not go all out in ways that would promote the Shefiu Alao brand the way we want,” he said.
The manager explained that the team subsequently resolved to establish and grow its own concert platform, leading to the debut edition two years ago.
He added that the maiden show, held at Backin by Radici in Kuto, Abeokuta, recorded success but was limited by space, prompting a change of venue for the second edition.
“This is the second edition and we are stepping up. The last venue was not spacious enough, but now we have a bigger space at OOPL to accommodate more fans and deliver a better experience,” he said.
Describing Alao as a cultural ambassador of Ogun State, the manager said the Fuji icon remains committed to projecting the state’s image globally through his music.
“Shefiu Alao is a proud son of Egbaland and Ogun State. He has taken the name of the state across the world. There is still so much more to come, and every edition of this event will be better than the last,” he added.
He also expressed optimism that future editions would attract sponsorship from major corporate brands, positioning the concert as one of the biggest annual entertainment events in Ogun State.
On fan conduct, the media manager cautioned against toxic exchanges among supporters of different artistes, particularly on social media.
“As fans, you can support your favourite artiste without abusing others. Not everyone will love the same person. Let’s be mature in how we express our preferences and avoid unnecessary hostility,” he advised.
The Shefiu Alao 2.0 concert is expected to draw music lovers from across the state and beyond, as organisers promise an improved and more expansive entertainment experience.
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